If you could pick one thing in content marketing you want to go away today, what would it be? What about the one thing you expect to be going strong in 12 months?

That’s what we asked Content Marketing World presenters. Not surprisingly, they had a lot to say. Their responses are diverse and sometimes conflicting. Chatbots, webinars, livestreaming, GIFs, influencers, ROI, and many other topics are on the list. But should they die or expect to be strong? Read on to discover.

(Note: While we use “expect to be strong” as the label, some of the comments reflect things already going strong that are expected to stay that way a year from now.)

“You keep using that word. I do not think it means what you think it means.” – Inigo Montoya, The Princess Bride

For marketers, “that” word is engagement. And we use it a lot.

We use it in strategy meetings, tweets, videos, and blog posts. We’ve selected “creating more engaging content” as one of our top priorities in Content Marketing Institute annual surveys. We’ve listed “engagement” as one of our most important content marketing goals in the very same survey. At a recent content marketing event, one speaker used the E word 335,000 times in a 45-minute breakout session. (OK, I didn’t keep count but she used the word A LOT.)